Case Study Title Needs to Be Results-Oriented for Improved Conversions

Your case study title has to grab your target audience’s attention and draw them into reading the entire case study. Do this by providing the right information and by being results-oriented.

A case study title is not clickbait

Updated February 2022: You’re not luring potential customers to your case study with cute, provocative or sensational claims. You’re getting prospects and leads to the story with a case study title that is results-oriented.

Most times, case study readers are already on your website. They’re interested in how your solution has helped others and they’re evaluating if your solution is right for them.

All that said, your case study title still has to grab the reader’s attention and draw them into reading the entire case study. In fact, 80% of people will read a headline when they come across it, but only 20% will read the content that comes with it.

What does this mean for you? Your case study title needs to resonate. Do this by providing results-oriented information your audience cares about.

In this post, we’ll cover the 3 elements your case study titles need to include, as well as provide you with examples from a few leading B2B SaaS companies. This is the second post in a 9-part series on how to write a B2B case study.

Make sure your case study title includes these 3 elements

1. Name of the customer

Who is the case study about? An anonymous case study will not inspire trust in your organization—there are just too many fake or invented case studies out there. Use the customer’s name in the case study title or, if they’re not well-known, indicate what industry they’re in and make sure the business name is right at the top of the main write-up.

2. Product or service the customer used

Let readers know if the case study is relevant for them. Does the case study discuss a challenge they’re facing or a use case that is top of mind? Is this the service they’re looking for, too?

3. Main benefit or result

Use a hard number if possible. If you don’t have a killer case study metric to put in the title, describe a specific result. Show off! Make an impression.

Case study title needs to be simple and straightforward

Here are 2 examples of simple, straightforward and effective case study titles:

Example 1:

Hubspot Case Study Title Example
Source: Hubspot

Example 2:

Drift Case Study Title Example
Source: Drift

In both cases, the title includes all 3 elements—the name of the customer, the service used and the key result backed by statistics—with no wasted words.

Case study title-subhead combo

Sometimes, a good title-subhead combo is the way to go:

Databricks Case Study Title Example
Source: Databricks

The case study title tells you what happened—fashion revolution. The subhead lays out the details of what main benefit was achieved and how. In this example, the subhead is stronger than the title because of the metric.

Don’t do this in your case study title

Of course, not everyone gets it right. Take a look at this title:

FullContact Case Study Title Example
Source: FullContact

The title is essentially the customer name—that’s not enough information to grab a reader.

Do this with your case study title instead

The title does, however, link to a PDF with another, much improved, title:

Source: FullContact

Even that could be improved by using a specific benefit or result in place of the vague phrase “new heights.”

Make sure your case study title resonates

If your title doesn’t work, you’ll lose your readers (and potential customers). Take time to craft a title with both impact and key information, though, and you’ll be well on the way to a successful conversion.

Get further inspiration for your case studies by checking out our critique of 3 case study samples from GitLab, Sendoso and Front.

Need a hand writing your case studies?

We’ve got you covered. We write done-for-you case studies for leading B2B SaaS companies like Okta, LeanData and WalkMe. Check out our case study writing service.

How to Write an Executive Summary for a Case Study

Make every word count in the executive summary for your case study. A great one might even be enough for a reader to pass the information along to the decision-makers in their organization.

Updated February 2022: The first thing you do when faced with any study or report is read the executive summary or overview—right? Then you decide if reading the rest of the material is worth your time. This is why it is so important for you to learn how to write an executive summary for a case study.

The executive summary of your case study serves exactly the same function. If the reader sees nothing beyond this section, they will still walk away with a good understanding of your service.

A great summary might even be enough for a reader to pass the information along to the decision-makers in their organization.

In this post, we’ll discuss what makes a compelling executive summary for case studies, and provide you with 4 examples from leading B2B SaaS companies. This is the third post in a 9-part series on how to write a case study.

Every word counts when writing an executive summary

When thinking about how to write an executive summary for a case study, you need to create 2 or 3 crucial sentences that provide a concise overview of the case study. It must be informative and:

  • summarize the story by introducing the customer and their pain points
  • explain what your organization did
  • highlight the key results, including 1 or 2 statistics that drive home the takeaway message

Write the executive summary first to help you focus the rest of the case study. But don’t be too rigid: in the process of reviewing the interview transcript or writing the main copy, another point or statistic may emerge as having more impact than what you’ve chosen to highlight. Revisit your executive summary after writing the case study to make sure it’s as strong and accurate as possible.

If you need a hand with your SaaS case studies, have a look at our case study writing service.

Executive summaries can be short and sweet

This executive summary example from Segment is just a headline followed by a glorified subhead—but it does the trick!

Segment Twilio example of how to write an executive summary for a case study
Source: Segment

Here’s another great example of a quick, yet helpful executive summary for Plaid’s case study:

Plaid example of how to write an executive summary for a case study
Source: Plaid

Sometimes you may need a longer executive summary

For complex case studies, you may need a more in-depth executive summary to give readers an overview of the case study.

Here’s a more fleshed-out executive summary from Segment:

Segment example of how to write an executive summary for a case study
Source: Segment

It’s a bit lengthy, but it effectively introduces the challenge. This executive summary could be more powerful if it included a section for results.

Sometimes executive summaries miss the mark entirely

Bullhorn example of how to write an executive summary for a case study
Bullhorn text example of how to write an executive summary for a case study
Source: Bullhorn

This is not an executive summary. It is merely an introduction. We have no idea what the problem or solution is, and there’s nothing to motivate us to read further.

You can do better with your executive summaries

Be precise. Impress the reader with key results. Let them see that you offer solutions that matter.

If you need a hand with your SaaS case studies, have a look at our case study writing service.


Get the help you need

As a SaaS company, you need to partner with someone who “gets it”. We are a SaaS content marketing agency that works with high-growth companies like Calendly, ClickUp and WalkMe.

Check out our done-for-you case study writing service.

Make Your Customer the Hero in Your SaaS Case Study

Check your ego when writing SaaS case studies. Prospects only want to hear about their challenge and how you can solve it. Find out how you can make your customer the hero of the story.

Updated February 2022: A compelling SaaS case study could very well be the best way to convert a prospect into a customer. But it will only work if you make the customer the hero of your case study—not your own company.

How do you make the customer the hero of your case study?

First up, check your ego. No one wants to read your ramblings about how great you are. Prospects are, however, very interested in what your customer thinks about you.

When you make the customer the hero of your case study, it will resonate with your readers on a much deeper level. They will see themselves and their own issues reflected in the hero’s story. To help you achieve this kind of resonance, keep these points in mind:

In this post, we’re going to outline 5 ways to make the customer the hero of your case study, as well as show you 2 examples from Gong and Okta. This is the fourth post in a 9-part series on how to write a SaaS case study.

1.  Introduce your customer champion right off the top

Stick to the most relevant details: what industry is your customer champion in, what size is the company and what do they excel at. Only include information your audience cares about or details you need to provide to tell the most compelling story. Don’t forget to introduce the individual you interviewed. Your readers will relate to a person, not a faceless entity.

2.  Let your customer do the talking

Direct quotes should make up a good portion of the case study if you want to make the customer the hero of your case study. Use your words to clarify or connect quotes and move the story forward. Let your customer champion explain the challenge they faced, how they decided to use your services and how your solution helped them achieve results.

3. This isn’t about you

Don’t paint yourself as the knight in shining armor who rescued a business in distress. You merely stepped in to smooth out a bump in the road. You provided a tool that helped the customer improve a process or solve a challenge, and they emerged stronger for it. Aren’t they amazing? To make the customer the hero of your case study, always keep the focus on the customer.

4. Talk strategy

It is important to explain why the customer chose your solution, and how they implemented it and rolled it out. Let readers see the thought process involved.

5.  Cut right to the heart of the issue

Skip any vague and superfluous praise. Go easy on the marketing lingo. What changed for your customer? What did it mean to their business? Include case study metrics where possible or detailed descriptions if you don’t have metrics. (This is where you get to brag a little bit about how your service made a difference and why.)

Remember that the person you interviewed is the face (and heart) of your case study. Be sure they resonate as a real person, like Jamin:

Gong makes Jamin from Addepar the hero of their case study

Source: Gong

This is an excellent example of introducing not only the customer, but a specific individual within the company. Jamin is a dad of two and wants to spend as much time with them as possible. And he wants to help his teams get better – great hero material!

Sometimes the organization itself can be the hero, like the Australian Red Cross:

Okta makes the Australian Red Cross the hero of their case study

Source: Okta

This paragraph in the executive summary nicely positions the Australian Red Cross as the focal point of the story.

Sometimes, stepping aside is the best way to inspire trust in what you do. To truly make the customer the hero of your case study, let them do the talking—they may be the best salespeople you have.

Get more inspiration for your case studies by checking out our critique of 3 case study samples from GitLab, Sendoso and Front.

Get done-for-you case studies

At Uplift Content, we write high-quality case studies for B2B SaaS companies like WalkMe, ON24 and Okta. If you’re swamped and need a hand, check out our case study writing service.

Case Study Testimonial: A Powerful Way to Add Social Proof

In SaaS case studies, as in most content, no one wants to hear you ramble on about how great you are. Prospects are, however, very interested in what your customer thinks about you. Enter the testimonial.

Updated February 2022: In SaaS case studies, as in most content, no one wants to hear you ramble on about how great you are. Prospects are, however, very interested in what your customer thinks about you. In fact, 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content. This is why a case study testimonial is excellent social proof.

In this post, we’re going to cover what makes a great case study testimonial, and walk you through examples from Splunk and Gong. This is the fifth post in a 9-part series on how to write a case study for B2B SaaS.

Case study testimonial is the money quote

It’s the attention-grabber.

A case study testimonial is the customer telling the world that they enjoyed working with you, the results they experienced were dramatic, and they recommend your services to others.

Not just any quote pulled from an interview is going to work well as a testimonial in your case study. The quotes you choose to highlight should be specific, and resonant. “It’s great and I’m happy!” convinces no one.

Case study testimonial needs details to bring it to life

Splunk hits the nail on the head with this testimonial in its Tesco case study:

A case study testimonial example from Splunk.
Source: Splunk

Chirag’s quote is descriptive and explains how Splunk is central to Tesco’s operational success.

Choose a quote with big impact as a callout for your case study testimonial. Separate it from the text, increase the font and catch the reader’s eye with colour and other design elements.

Importance of a headshot in a case study testimonial

Take a moment to compare Splunk’s testimonial from above to Gong’s testimonial below. Which one has more impact for you?

If you’re like me, you’ll probably agree that Gong’s testimonial with the headshot is more powerful.

When you include a professional, yet candid headshot, it increases the visibility, relatability and trustworthiness of the testimonial.

A case study testimonial example from Gong.
Source: Gong

Great quotes from real customers can also be used elsewhere on your website, in social media and in other marketing and sales material.

Is your case study testimonial authentic?

It’s not just professional headshots that help with credibility. The words need to be genuine as well. Take a look at these 2 case study testimonial examples:

A case study testimonial example from Your Income Advisor
Source: Your Income Advisor

Too over the top, too perfect—with big numbers, no believable detail and photos that don’t inspire anything except an eye roll.

It’s all too easy to write a fake testimonial, and there are too many of them out there. Take the time to make yours credible. Your next customers will notice.

How to write a testimonial

Case studies with testimonials are much more vibrant than those that don’t incorporate the customer’s voice.

When incorporating quotes into your case study, it’s less about how to write a testimonial, and more more about how to select a great quote and edit it so it’s strong, concise and powerful.

Your main pull quote should speak to the overall impact your solution has had on your customer’s success. And for your Challenge, Solution and Results sections, select quotes that directly address those areas in the story.

Get a hand with your case studies

At Uplift Content, we work with high-growth SaaS companies to share their untold success stories and showcase how their products enable their customers to solve tough problems. Check out our case study writing services.


Case Study CTA Examples That Work: Make Your SaaS Case Studies Convert

If your SaaS case study doesn’t have a call to action, you’re losing opportunities. Check out these case study CTA examples that will help you convert leads into sales.

You’re missing opportunities if you don’t use a case study call to action

Updated February 2022: If you’ve written a solid case study and the reader has read through to the end, you can bet they’re interested in learning more. Check out these case study CTA examples for ideas on how to ensure you’re including a call to action that gets results.

In this post, we’re going to walk you through what makes a strong case study CTA, and we’re going to show you 8 examples of CTAs from leading SaaS companies like Tealium and Google Cloud. This is the seventh post in a 9-part series on how to write a case study.

What your case study CTA needs to contain

Different approaches will work in different scenarios, but some general tips apply in virtually all cases. In this post, we’re going to show you some case study calls to action that we love—and tips that we preach to anyone who’ll listen!

First, use specific language that speaks directly to your prospective customers. A “Contact us” button may not be enough, but “Let’s talk about landing you new customers” might.

Next, after you’ve chosen your words carefully, make them pop off the page with smart case study layout and design. Use color and large text to make it crystal clear what the reader should do next.

Case study CTA examples: Simple, yet effective

Start a free trial

If your main goal is to convince readers to start a free trial, try a case study call to action at the end of your case study, like this one from Duo:

Case study CTA example in Proposify case study

Here’s another trial example from Proposify:

Second CTA example in Proposify case study

Book a demo

If you want the reader to book a demo, here’s an example from Hubspot:

Case study CTA example in Hubspot case study

Contact us

If you want the reader to get in touch with you, this example from Google Cloud is great:

Case study CTA example in Google Cloud case study

Sign up for the newsletter

Another option is to go with a softer sell by asking them to sign up for your newsletter, like this example from Tealium.

Case study CTA example in Tealium case study

Try more than one case study CTA

Depending on what you are pitching, you might take a broader approach to your case study call to action. Do you offer a free consultation? A free trial? Free ebooks or resources? Do you have a customer service rep a prospective customer can immediately talk to?

Any of these specific offers will likely entice a prospect to get in touch. Providing options will increase your chances of appealing to your target audience, no matter where they are in the buying process.

Case study CTA examples with multiple options

This DataBricks example has 3 distinct choices for customers when they reach the end of the case study:

Case study CTA example in Databricks case study

Here’s another example from Hubspot that includes multiple calls to action:

Second CTA example in Databricks case study

Remember that not all potential customers have the same approach. Some might want to speak to a live customer service rep before committing to a service; others are happy to try a service for themselves.  

Consider a call to action at the top of your case study

Don’t limit yourself to a call to action at the end of a case study. You can put one at the top, too. Segment put a call to action directly below the headline and subhead, and I think it works:

CTA example at the top of a Segment case study

It’s important that the case study call to action is obvious and clear. In general, it should be the only thing at the bottom of the case study, a natural end to the story you’re telling. Don’t overwhelm or distract your readers. You want a new customer. Focus on getting one.

Want to see other case study examples?

Check out 8 Case Study Examples to Close Sales Faster [+ Tips & Templates]

Get help writing your case studies

Partnering with Uplift Content allows you to produce a consistent flow of high-quality marketing and sales collateral that generates and nurtures leads—and closes sales faster. Take a peek at our case study writing services.

Back to Top